Because it’s a fucking chicken! It does not have a prefrontal cortex. It has no capacity to contemplate ‘why’. It is not able to rationalize its decisions. There is no logical construct in any of its thinking!
Now were there to be an oncoming vehicle the chicken’s amygdala might have prevented it from being hit. So in theory, the chicken crossed the street BECAUSE it has an amygdala. Again, because its fear response system would have kicked in if there were to be an oncoming vehicle and so, it would not have made it across the street.
Your customers are not chickens. (That is unless you own a chicken feed production company – though your customer would still be the farmer).
However, like the chicken, the subconscious and emotional brain regions in your customer are massively influential. 95% of decision making is theorized to be governed by this region.
In your marketing, remember the chicken. Remember that to communicate with your customer, you must first connect with your customer. Engage her emotions. Trigger the insula, the amygdala, the limbic system. Once you’ve gotten her attention, only then will you be able to communicate your unique selling proposition.
Dr. A.K. Pradeep at Neurofocus says it best, when he notes that the key to successfully marketing to your customer is: Attention. Emotion. Memory.
This article was written by Marc Narine.
Marc works with companies to elevate marketing performance and profitability by going beyond the feature/benefit approach to instead assessing the consumer’s emotional and cultural imprints and subconscious attachments to a product. He is